Video ad tech vendor Teads has already made waves for introducing auto-playing video ads in between text paragraphs - in its words, "inventing" the so-called "outstream" format. Now it is set to offer interactive video ad units, too, by acquiring Brainient of the UK. The acquisition is announced on Monday. But Brainient's service lets advert makers create video ads that are laced with interactive bells and whistles, helping - the theory goes - advertisers boost engagement with consumers. Now Teads will be offering the Brainient Studio, where those rich media ads are made, to its own customers.